Attractive and appealing sales promotions influences switch over from kirana stores to organised retail outlets.
Pleasure in buying experience at organised retail
outlets plays an important role in the reduction of the monthly purchase of
household grocery (functional products in daily use) from the conventional
Kirana stores.
There is reduction in the monthly purchase value of the household items (grocery) from the conventional kirana stores due to the emergence of organised retail sector.
The availability of the multiple brands at the
organized retail outlet plays a major role in the reduction in the purchase
value of the grocery from the conventional Kirana stores.
The radical change in lifestyle is stimulating the
purchase shift from the kirana stores to the modern (organised) retail outlets.
·
Kirana stores can sustain their absolute
revenues by focusing on the following short term/quick fix factors:
A.
Increase the breath of products.
B.
Passing on more sales promotions to the customers.
C.
Provide home
delivery service to the customers.
·
Since high income groups tend to have more
hobbies and like to spend time with their families the most, kirana stores can
subtly emphasis the home delivery option to enable them to spend more time with
their family.
·
Organized retail outlets are perceived to be
more modern i.e. perceived to be visited if you have to change with time hence
kirana store owners need to change the perception by making their outlets more
aesthetic.
·
Organized retail outlets are not convenient to
the consumer in terms of vicinity to their homes; kirana stores can capitalize
on this fact to increase their share of revenue from the consumers.
·
Organized retail outlets have increased spend
done by consumers as their income increases. Kirana store lose out on the high
spending consumers, they can reach out the customer by providing regular
reminders by providing them pamphlets and promotional offers along with the
message that they can make the delivery at the door step of the consumers.
·
There is a negative perception about freshness
of fruits and vegetables in organized retail outlet due to which consumers tend
to shop from other avenues for these. Retail outlets can provide a standee near
such goods providing information about the received date so as to change the
perception.